Marketing Management

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For MBA and undergraduate courses in Marketing Management. Professors and professionals tell us time and again that when it comes to today's complex marketing environment, no one in this field has stayed on top of the changes, been able to interpret, clarify, and put them into perspective like Philip Kotler. The Eleventh Edition of this #1 selling marketing management textbook features up-to-date coverage and hundreds of new cases, as well as an overall emphasis on these four themes: Customer Relationship Management, Technology/Internet Revolution, Brand Building, and Global Marketing.

Preface

xxii

PART 1. Understanding Marketing Management

1

(88)

Defining Marketing for the Twenty-First Century

1

(32)

Adapting Marketing to the New Economy

33

(26)

Building Customer Satisfaction, Value, and Retention

59

(30)

PART 2. Analyzing Marketing Opportunities

89

(218)

Wining Markets Through Market-Oriented Strategic Planning

89

(33)

Gathering Information and Measuring Market Demand

122

(36)

Scanning the Marketing Environment

158

(24)

Analyzing Consumer Markets and Buyer Behavior

182

(33)

Analyzing Business Markets and Business Buying Behavior

215

(26)

Dealing with the Competition

241

(37)

Identifying Market Segments and Selecting Target Markets

278

(29)

PART 3. Developing Market Strategies

307

(99)

Positioning and Differentiating the Market Offering Through the Product Life Cycle